Newmarket
October 09, 2008 11:31 PM
Teresa Latchford
It’s a no-go for a new Newmarket logo.
After a $120,000 consultation process and recommendation from a strategic planner, councillors decided the two proposals weren’t what they were looking for.
The proposal to accept the recommended abstract green and blue logo, which best represented the town’s strategic plan that focuses on attracting young and educated residents, according to Mindshape strategic planner Paul Curwen, was rejected in a four-four vote.
Mayor Tony Van Bynen and councillors Victor Woodhouse, Chris Emanuel and Larry Blight were in favour of the logo. Tom Vegh was absent.
“It is frustrating,” Mr. Curwen said. “But a bit more education (about the research) might change their opinion.”
Despite the decision to send the logos back to the consulting firm, Mr. Curwen still feels he recommended the best option for the town’s strategic plan and is not ready to throw the concept out.
He said it is common for a logo to be rejected the first time around in a group approval setting.
The logo was too generic for Regional Councillor John Taylor, who described it as a corporate logo rather than that of a municipality.
Acknowledging he doesn’t fall into the target audience of the proposed logo, Councillor Joe Sponga said it lacked a connection with the heritage of the town.
But for Mr. Emanuel, it was the research supporting the effectiveness of the logo that swayed him to support the proposed logo.
More information is needed before making a decision, Councillor Dennis Ramsarran said. The process has cost the town $120,000 already and he wants to know the entire cost of implementation before he offers his support.
“It would be a phased implementation,” CAO Bob Shelton said. “We would move on with a plan that is affordable.”
Only new trucks would have the new logo and there would be a “hybrid” approach until the transition was complete.
Every portion of the transition would be subject to council approval through the budget process, he added.
“I think it’s clean, simple and I like it,” Mr. Woodhouse said. “Look at the companies that use clean and simple, Nike and Apple.”
There will be 17,000 residents coming to Newmarket by 2031, but there are 80,000 residents who also need to make a connection to the logo, Mr. Taylor pointed out.
Mr. Van Bynen is still confident the town will land in the right place eventually.
“I think (this logo) is more interpretive and Newmarket means so many things to so many people,” he said. “Everyone has their own personal preference.”
Tell us what you think of the proposed logo by emailing your comments to
tlatchford@yrmg.com